How to get the world to do the work for you
Jeff & Lindsay Sage / 28 August 2020

The world is a complicated place right now. 

Everything is, or feels, hard. 

But your work doesn’t have to be, especially if you choose the right perspective. 

Consider this gem from American education reformer and philosopher, Joseph Tusman:

“What the pupil must learn, if he learns anything at all, is that the world will do most of the work for you, provided you cooperate with it by identifying how it really works and aligning with those realities. If we do not let the world teach us, it teaches us a lesson.” 

At some point in our lives, we’ve all wanted the world to work differently. But Tusman isn't suggesting we stop fighting injustice or shirk our responsibility to make our corner of the world a little bit better. 

He’s saying we can keep fighting our current reality, or we can leverage that reality and align it with who we are and what we’re good at. 

In the marketing world, like in all sectors, we can benefit from embracing and learning from the realities around us. 

Realities like:

  • The best plans are the ones that let you change them.
  • Your brand system is important, but not as important as the meaning you choose to fill it up with.
  • Stuffing social channels with unstoried content doesn’t spread your brand or influence your customers. 
  • There’s no such thing as one and done. The launch of a marketing product is always the beginning, never the end.

Working harder has always had its limits, but working smarter - not so much. 

Make a list of what you think the realities of your brand and your sector are. Embrace, experiment and learn from them. 

It won’t always work and you won’t always be right. No one ever is.

But it’s so much better than always pushing uphill.
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